Corporate brand identity design such as color, design, and logo are all visual elements of a brand that stand out and distinguish the brand in the minds of customers. Brand identity is not the same as brand image. The first relates to the company’s efforts to create a certain impression in the minds of consumers with the brand and other behaviors.
The actual result of these efforts, is the brand image.
It is determined in a few steps:
Research, vision and planning
Logo and identity
Monitoring and redefinition
Corporate visual identity design
Designing a brand’s visual identity is divided into 3 phases:
How is the brand perceived & positioned? What’s your heritage? Who is your audience and with which values & beliefs do you enter the market?
How will you represent this brand visually? Once you have a logo, how will you translate it into various design pieces? What should your overall identity look like?
Has the audience, market, or your brand shifted? Is it time for a change?
This phase should be as thorough as needed, depending on the deep research and size of the company.
It’s the most crucial part of the overall process and should result in a design brief that guides the rest of the project. Below is a list of foundational questions to explore and document through qualitative.
As you can tell, it’s complicated. But It shows in the way that you describe your completed work as challenge and solution projects.
After the research phase is complete and a design brief has been created, it’s time to start designing the logo and identity system.
Lastly, after a new brand identity has launched, it is important to monitor and care for it, as it’s a living and breathing thing that interacts with your customers. Honestly, that’s a loaded statement as there are many ways to properly care for a brand. Regardless, over time, if your target audience shifts, the market evolves, or the brand’s products and services change, it may be time for a rebrand. The main challenge with rebranding is trying to maintain familiarity and consistency so that your customers will remember you.